Brew's work with Eurostar to promote the new fleet of trains in social media

1. TITLE TO GO HERE
Additional details
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Using social media to publicise
Eurostar’s new fleet
Chris Reed
Managing Partner, Brew
@chris_reed
www.brewdigital.com

2. Brew has been working with Eurostar
since January 2010, when we were first
brought in as social media/crisis comms
specialists, along with our sister agency
Fishburn Hedges
We have been providing ongoing social
media consultancy and hands-on
support to Eurostar ever since
Background

3. October 2010’s brief was clear:
Get people online reading about and
then talking about Eurostar’s £700m
investment in new e320 trains, and the
refurbishment of the existing fleet
This brief

4. Our approach – top down and bottom up
• Top Down
– Ensure that interested social media commentators
(journalists, bloggers, forum admins and
photographers) had access to genuinely useful
content at the same time as traditional media (via a
social media news release, and YouTube video)
• Bottom Up
– Create a mechanic to enable Eurostar’s advocates
to spread news about the new trains within their
existing networks – inc a competition on Twitter

5. Great content generates great conversation
• Eurostar had arranged for a full-size train to be parked for
one-day only in central London…
• …So we worked with Eurostar and gave a number of
photo agencies the opportunity to obtain shots of the train
being parked outside the Royal Albert Hall before dawn on
the day of the announcement, and then invited Flickr
photographers down from lunchtime
• And during the day, we provided content for Eurostar’s
other social media agencies (We are Social and Rolling
Talk) to run across Facebook and Twitter in their markets

9. The nationals…
Pictures were used in the Standard, Guardian,
Metro, and Daily Mail

10. Results and evaluation…
• On launch day, our social media news release ranked on
p1 for relevant search terms, with a 6min average dwell
time
• Our YouTube video was viewed 11,000+ times in 48 hours
• In the 48 hours after the announcement, 2,550 relevant
tweets reached 2,134,870 people*
• Just under 400 people used the #neweurostartrains
hashtag, producing 5 competition winners
• Numerous relevant blogs covered the story including The
Londonist, This French Life, Railway Eye
• UK coverage of the announcement was almost universally
positive
*sources: Radian6, Tweetreach

11. TITLE TO GO HERE
Additional details
Date
Using social media to publicise
Eurostar’s new fleet
Chris Reed
Managing Partner, Brew
@chris_reed
www.brewdigital.com